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Chapter 7. E-branding—The Emergence of N... > Brand Follower: A Last-Mover Disadva...

Brand Follower: A Last-Mover Disadvantage or Recoverable Position?

The brand follower position is one in which many new start-up companies and many more established organizations find themselves—those organizations that have either missed the first-mover advantage brand creator position or companies that have Internet sites that add little value for the customer. This is evident in copycat sites that mimic the first, second, or even third mover in an industry but have little intrinsic value of their own.

A window on the psychology of brand recognition

Question: Who was second to Mark Spitz in the 1972 Olympics?



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